In this phase of the lifecycle, the innovation appeals to customers within narrowly defined market niches, who are conservative but open to new ideas, and who are influential and active in the community. The product category now appeals to specific niche markets. The sales to these niche markets are predictable and provide high margins. However, outside of the niche markets, sales are opportunistic and may require mass product customization to meet individual client needs. At this point, industry analysts and media may begin to follow the development of the product category.